News // 126 News by Sven Jacobsen
The MND300 print sale is a charity initiative by photographer Mark Sanders, who lost his mother to Motor Neurone Disease (MND). The sale is set to run for 300 hours, highlighting the fact that 1 in 300 people is affected. It offers a collection of prints from more than 100 photographers. Every cent from the sale goes directly to the Motor Neurone Disease Association (MNDA) to fund research. Don’t miss your chance to support the project by purchasing an exclusive print at 300mnd.com through 27 October.
Mark Sanders: “MND affects up to 5,000 adults in the UK at any one time. There is a 1 in 300 risk of getting MND during a lifetime. For the first time, there is a realistic possibility of new treatments for motor neurone disease (MND) emerging over the coming years. With your help, buying a piece of work from the print sale will help raise money for research. My Mum was diagnosed with Motor Neurone Disease (MND) at the end of 2022. She was 72. There were things we’d noticed prior to this – such as the odd fall, or that her mobility didn’t seem as good as it once was. Understandably, we’d assumed these were age-related issues.
I called the Motor Neurone Disease Association (MNDA) the morning after to ask for help unravelling the news we’d received. It soon became clear that MND is a disease with no cure, and hearing about the 1 in 300 statistic confirmed that it isn’t as rare as we think. It kills a third of people within one year and more than half within two years of diagnosis. This became a benchmark, making me constantly wonder what type of statistic Mum would end up being.
Towards the end of 2023, Mum had to leave her home of over 40 years and move to a full-time nursing home. By this point, she’d been bedridden for months and lost the use of both legs. She was on Bi-Pap 24 hours a day because her lungs couldn’t function on their own. Mum was now unable to speak – our only way of communication was through texting on her phone, which eventually became impossible. Her fully functioning mind was trapped in a non-functioning body.
I talked to Mum about the idea of doing a photography print sale to raise awareness of MND. Once she died, I was even more determined to make it a success – the support I’ve had from photographers all around the world has been overwhelming. My only hope is that there might be a cure or treatment on the horizon soon, but there needs to be a lot more funding in MND research for this to happen. With your help, whatever we donate can make a difference.”
23.10.2024
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Wieden+Kennedy India created the JOCKEY campaign titled ‘Freedom or Nothing’ – dealing with the concept of freedom and how it is perceived by the younger generation. SVEN JACOBSEN photographed and filmed for the campaign, and Steven Michelsen was DOP. Production was in the hands of Cool Banana.
Jockey has expanded its product portfolio to include athleisure, activewear and more. An evolution which reflects the commitment of the Jockey brand to adapting its product range according to various changing consumer preferences and needs. Driven by evolving tastes and lifestyles, this growth has attracted a new generation of young consumers.
Precisely the demographic targeted by the new campaign. Nihal Rajan, CMO of Jockey India, tells us: “Our objective was to appeal to the interests and passions of a young audience, and by doing so, foster affinity and love for the Jockey brand. The concept of freedom presented in Wieden+Kennedy’s creative vision matched ours, as it harmoniously reflects our brand ethos. Our campaign ‘Freedom or Nothing’ is a true reflection of the emotions and values that today’s generation connects with.”
Yogesh Rijhwani, ECD, Wieden+Kennedy, Mumbai: “Both millennials and Gen Z value their work-life balance and personal freedom. With the ‘Freedom or Nothing’ campaign, we aim to authentically represent what freedom means to today’s younger individuals. As the soundtrack for this campaign, we found a classic track from the 90s that takes on a fresh new meaning in this context, standing for the values shared by today’s youth.”
28.08.2024
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Photographer and Director SVEN JACOBSEN filmed a reportage about skateboarders. With his keen eye for detail and dynamic, he has succeeded in capturing the very nature of skateboarding culture – letting the skaters tell their own story through authentic imagery. The reportage is not first and foremost about the skaters’ athletic abilities but instead more about their passion and the way of life skateboarding represents for them.
“For skateboarders, it is not a sport; it’s more of a path through life. I wanted to get to the bottom of what’s so fascinating about it,” Sven tells GoSee. He produced the project together with Mine Uludag.
16.07.2024
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